Omni-channel retailing, in which bricks and mortar joins with other channels such as TV, mobile, tablet, catalogue, and social media as a single means of transaction (Bamfield, 2013), is believed to be the ‘next big trend’ and the future of retailing.

Omni-channel retailing, in which bricks and mortar joins with other channels such as TV, mobile, tablet, catalogue, and social media as a single means of transaction (Bamfield, 2013), is believed to be the ‘next big trend’ and the future of retailing.